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March 7th Luvafoodie Linkedin LIVE with Rose Sisters Chips
YouTube
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Mar 7, 2022
Meet owner of Rose Sister Chips- YUMMY Chips to Eat!
Problem
Consumers are craving affordable, delicious, healthier snack alternatives
6 in 10 U.S. adults suffer from a chronic disease like heart disease or diabetes, and 4 in 10 suffer from 2 or more. Poor nutrition, like fried foods high in trans fats, is a major contributor.
Better-for-you snacks are often more expensive, boring, or both—which traps many consumers into buying low-priced fried and unhealthy snacks. There is always a need for affordable, healthier, multi-purpose snacks that actually taste amazing.
We are that snack.
Solution
Memorable, flavorful, experiential... and
better for you
Rose Sisters Chips are a one-of-a-kind, healthier snack alternative. They’re baked, never fried. No cholesterol. No trans fats. Their unique shape gives them a universal appeal: they're a chip, a flatbread and a cracker all in one product (and can be crushed and used as breadcrumbs too). And with a recipe handed down lovingly over four generations, it goes without saying that the taste is robust and memorable—the opposite of mindless snacking.
From the backyard BBQ with friends and family, to a Tuscan wedding’s antipasti, on a charcuterie board, and everything in between—our goal is to make our chips affordable for everyone and used for every occasion.
Welcome to the Rose family!
Our chips have been a permanent bond between generations at every imaginable occasion.
O
Goldie—early yearsur mother, Goldie, was born in Poland in 1904. She married Dad, Isidore (Izzy), in Ontario, Canada in 1933 and the following year they found their way to New York. We were born and raised in Brooklyn. Mom and Dad weren’t educated but they worked hard (in clothing factories) and gave us a very good life in a deeply loving home.
Our fondest memories of Mom and Dad are at the family dinner table—filled with stories of the old country, the history of the Rose family, lots of laughter and dreams of our future. For those special meals, we would take one of Mom’s chips, break off a piece and pass it around for everyone to share. They were the communal bonds between us and a meal wasn’t complete until everyone had a piece to enjoy.
Goldie and PaulaWhen the time came, Mom taught us how to make them. Then it was us who got to make the chips for those special dinners and family gatherings. To this day, it remains a great source of pride for us.
Eventually, we went to college, met our husbands, worked, created our own families and replicated Mom and Dad’s loving environment filled with a strong work ethic and dreams of the future for the kids…. and now for the grandkids.
Goldie and AnnMom and Dad were married for 46 wonderful years when Dad left us in 1983 at the age of 81. Mom left us a few years later; she was 79.
Their legacies will continue through countless generations to come, and Mom’s chips are bringing joy to people all across North America. When our boys were old enough, we passed the secret recipe along to them. They have since taught the grandchildren and the next generation isn't far behind. We will always be involved in the business even though the kids run it. After all, a mother knows best for all things!
We are grateful that you took the time to learn about our family and hope that Mom’s chips bring as much joy to you, your family and friends as much as they have to us over the decades. It would make Mom happy to know that they do.
Product
Savory, flaky, crunchy, gourmet, & artisanal in one bite
Our chips have been our family bond between generations and have been the HIT of meals and parties for decades! Always baked, never fried, each bag contains 3 whole round flour tortillas that you break yourself and serve ready to eat. A perfect snack on its own but also perfectly paired with dips, spreads, soups, cheeses, salads, and much more.
Offered in Family Size and Snack Size bags with eye-catching packaging: resealable, heavy Kraft paper flat bottom bag with a window (we are proud to show what's inside!), 12 month shelf life, kosher certified, vegetarian, no cholesterol and no trans fats.
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You don't have to take our word for it!
Countless comments from customers nationwide on Facebook, Instagram and emails...
Traction
Topline revenue growth over 100% YoY since our founding
Our chips have been distributed to more than 1,500 retail locations across the US and Canada, including World Market, Fresh Market, Big Y, Kings/Balducci's, Gordon Food Service Stores, Heinen's, and 20 military commissaries.
90% of sales are currently through traditional wholesale distribution with fast growing online B2B sales. We are a top 10 brand on Mable, a B2B online wholesale platform.
Customers
The perfect snack for anyone with taste buds
Our customers range from the broad middle class to affluent segments as we have noticed general price-insensitivity across the spectrum.
Our initial roll-out targeted local communities in Connecticut. Word got out and expansion happened quickly. Between sales brokers, distributors, wholesale online portals, word-of-mouth referrals, social media and good overall blessings, our chips were in the deli departments of independent and chain markets throughout New England within 3 months. In 6 months, we could be found as far west as Texas.
Today, we’re in nearly all 50 states via distributors (90%) and direct-to-consumer channels (10%).
Business model
A successful retail model with a growing online presence
Ours is a traditional CPG business model—utilizing local, regional and national wholesale distributors as well as selling direct to retail markets of all sizes. We are consistently a top-10 brand out of more than 800 brands on the B2B portal Mable, with a heavy focus on expanding this channel both domestically and internationally.
While 90% of our sales stem from B2B, we have also seen wild success and growth in DTC. In 2021, we sold out of product inside of two weeks from a promotion with Good Morning America (GMA) Deals & Steals' online assets and we are currently eyeing Amazon and QVC next. We continue to sell direct to consumers through our website, which is supported by an active social media presence and through various medium and large influencers.
Market
Market size—it’s BIG
Competition
Rose Sisters
competitive moat
- Our front-end preparation process and cooking equipment are difficult to replicate; and
- Automation equipment will be custom engineered for our specific processes.
We do not underestimate the power and influence of large, established manufacturers; however, we have a first mover advantage—there are no comparable products in the market today.
Vision and strategy
Where we’re headed:
2022 – 2023
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New products
- Continue to Scale Original Family Recipe
- Build sales of new smaller snack sizes/flavor
launched in Q3 2021 - Launch 3rd flavor (sweet) in 2022
- Introduce smaller size tortilla (5.5”)
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Geographic expansion
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Channel expansion
- Continue penetrating traditional retail and grocery
- Increase presence on B2B Wholesale Portals (Mable, Faire)
- Enter alternative retailers in the US, Canada, and Europe
(> 12,000 locations) - Explore non-competitive opportunity for private labeling
Use of funds
Given the Company’s steep growth trajectory over such a short period of time, as well as the growing order demand
(frequency as well as order size), we need to invest in industrial-grade automation equipment to allow for dramatic production scaling.
Exit
- 3-to-5 year acquisition horizon (anticipated strategic partnership)
- Family rejected multiple investment bankers’ proposals for $3 – $5 million acquisition price.
Funding
Investments to-date
Founders
Ann S. Marcus (85)
Ann is a young-at-heart, feisty, serial entrepreneur. During her earlier working years, she founded, grew, and sold multiple small businesses—including custom apparel and a gourmet candy store.
Her greatest success came from acquiring the small print and radio media ad agency where she worked as admin support. After increasing the client base and receiving multiple industry awards, she eventually sold the business to begin her “retirement”, which meant guiding her favorite son through his entrepreneurial path.
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Jonathan C. Marcus (53)
The Favorite Son of Ann
Jonathan’s career in general management, sales, and marketing spans over 30 years in both the US and international arenas for large consumer financial services corporations, as well as multiple startups. He spent the latter 10 years of his career investing in and advising (often as interim CXO and/or a member of the Board of Directors) an extensive roster of early-stage payment and Fintech companies. He also supported the payments divisions of more well-established corporations with their business plans and strategy, turnarounds, market roll-outs, partnerships, and business development efforts. He holds degrees from the University of Delaware and Thunderbird School of Global Management.
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Lauren M. Rosato (58)
Future daughter-in-law of Ann
Lauren’s 35 years of experience includes banking, founding, and selling a successful linguistics consulting agency, and as executive leadership for numerous well-respected US- and globally-focused non-profit organizations. Her particular expertise resides in strategy and operation management, with acuity for identifying new revenue streams and cost efficiencies within existing operations. She holds degrees from the University of Connecticut and Thunderbird School of Global Management.
